Issue link: https://digital.copcomm.com/i/57242
Shellphone began appearing on Dec. 19 in a series of wild post- ings in major cities including New York, San Francisco, Chicago, Washington, D.C., Boston and Miami. Headlines incorporated in the teaser campaign, such as "Not 3G, SeaG" and "OurRollover Plan:Tan Front,Then Back," center on the Shellphone, driving curious consumers to www.TheSeais- Calling.com, where they will view the new brand campaign's concept video that reminds them of the call of the sea and invites themto answer it with Royal Caribbean. The official kick-off will be the airing of aspirational televi- ROYAL CARIBBEAN INTERNATIONAL LAUNCHES NEW GLOBAL BRAND CAMPAIGN, BECKONING CONSUMERS TO HEAR THE CALL OF THE SEA Award-Winning Cruise Line Taps Into Consumers' ConnectionWith the Sea to Help Them Escape on a Best-in- ClassVacation Royal Caribbean International recently launched a new brand campaign that embodies themost inspirational element at the very core of the global cruise line's offering…the sea. The campaign is aimed at reawakening consumers to the sights and sounds of the sea and conveys the relaxation, romance and adventure that they claimonly can be had on the open waters aboard a Royal Caribbean cruise vacation. The campaign kicked off with playful imagery of a conch shell as a phone – dubbed the "Shellphone" – and communicates the campaign's decree: "The Sea is Calling.Answer it Royally." Through the new campaign,Royal Caribbean is addressing the emotional aspects and motivations for taking a vacation with the award-winning cruise line."The Sea isCalling.Answer it Royally." engages consumers and invites them to explore their individual best selves on aRoyalCaribbean ship.The new campaign speaks to the universal truths discovered through focus groups and quantitative research conducted in 16 coun- tries around the world,where people feel a connection to the sea; where, at sea, one can feel detached from the hustle and bustle of daily life, and the responsibilities of taking care of everyone else; and that the Royal Caribbean brand conveys a sense of quality and best in class. Throughout, "The Sea is Calling.Answer it Royally." is presented in an easily relatable fashion through the playful and witty tone of voice for which Royal Caribbean has been known, particularly through the "Shellphone." "We are tapping into the sea's powerful, emotional force to reframe the context of cruising for consumers who don't understand what a Royal Caribbean cruise vacation offers," said Betsy O'Rourke, senior vice president,Marketing,Royal Caribbean International."'The Sea is Calling' is a global-scale campaign that will resonate with people nomatter where they live, what language they speak, or whether or not they've cruised before.And we want vacationers everywhere to know that Royal Caribbean's distinctive and innovative ships, per- sonal service and breadth of destination experiences is howwe 'Answer it Royally.'" Created byRoyalCaribbean's lead advertising agency,JWT New York, in partnership with media agency Mindshare, the campaign will officially launch in North America in January 2012, and then deploy globally throughout the new year.The sion commercials of everyday people interacting with the "Shellphone" (30-second and 60-second versions) beginning Jan. 9, 2012.Consumers also can answer the call of the sea by declaring where in the world they would like to cruise and be entered into a sweepstakes at www.Facebook.com/- RoyalCaribbean.More information about "The Sea is Calling. Answer it Royally." is also available at www.TheSeais- Calling.com. For additional information travel professionals should visit www.cruisingpower.comor call (800) 327-2056. Royal Caribbean International is part of Royal Caribbean CruisesLtd. (NYSE/OSX:RCL),a global cruise vacation com- pany that also operates Celebrity Cruises, Azamara Club Cruises,Pullmantur,CDF Croisieres de France, as well asTUI Cruises through a 50 percent joint venture with TUIAG.The company owns a combined total of 40 ships and has one under construction and one under agreement. Black Meetings & Tourism January/February 2012: www.blackmeetingsandtourism.com 13